Physical destruction and analog production
Moving off the screen and onto the cutting board
Combining physical tools and paper degradation to create tactile, analog image treatments.
Crafting analog effects by hand
The creative direction from the brand team was to use analog effects on our images. Building on an initial concept from an external agency, I produced these visual treatments manually to create handcrafted effects for campaigns, editorials, and digital channels.
I work directly with knives, pencils, tape, and bleach on physical prints to create raw, unpredictable textures. Over time, I developed specific habits and tricks that keep the visual style consistent across projects while leaving plenty of room for spontaneity and creative experimentation.
Expressive visuals with built-in flexibility
Manipulating images by hand gives the brand a distinct, tactile personality that digital filters simply cannot replicate.
Beyond the raw aesthetic, physical creation offers a kind of layout freedom. By cutting, taping, and rebuilding compositions on the workbench, I can adapt key visuals into vertical, horizontal, or square formats for several use cases without losing the core impact of the shot.
